非遗旅游目的地投射形象与感知形象对比研究  

Comparative study on projection image and perception image ofintangible cultural heritage tourism destination

作　　者：李江敏[1] 黎鑫薇 伍青青 赵青青 LI Jiang-min;LI Xin-wei;WU Qing-qing;ZHAO Qing-qing(School of Economy and Management,China University of Geosciences(Wuhan),Wuhan 430074,China)

机构地区：[1]中国地质大学(武汉)经济管理学院,武汉430074

出　　处：《湖北农业科学》2021年第16期182-189,共8页Hubei Agricultural Sciences

基　　金：教育部人文社科规划基金项目(19YJAZH046);湖北省技术创新专项软科学项目(2019ADC153);国家自然科学基金项目(41801138);中央高校基本科研业务费项目(CUGW180808)。

摘　　要：旅游目的地形象由投射形象与感知形象共同建构,辨析非遗旅游目的地投射形象与感知形象差异对提升非遗旅游目的地形象、促进非遗旅游提质增效具有重要意义。选择非遗文化丰富的苏州市为案例地,借助ROST CM 6软件探索非遗旅游目的地投射形象与感知形象差异。结果表明,①非遗旅游目的地投射形象与感知形象包括非遗文化、非遗旅游空间、非遗旅游体验、文化氛围、基础设施5个主类目,相对于感知形象,投射形象更关注非遗旅游体验及文化氛围,但对基础设施的关注不够;②投射形象与感知形象均以地方非遗文化为核心,但在次核心与边缘层内容组成方面存在差异;③情感类型以积极情绪为主,对文化氛围的营造持肯定态度,此外,景观和基础设施是引发游客积极情绪的主要因素,游客消极情绪集中在旅游环境方面;④差异产生主要原因为供给方与游客需求不同,且双方信息不对称。The tourism destination image is constructed by projection image and perception image.It is of great significance to analyze the difference between projection image and perception image of intangible cultural heritage tourism destination for improving the im⁃age of intangible cultural heritage tourism destination and promoting the quality and efficiency of intangible cultural heritage tourism.Taking Suzhou city as a case study,which was rich in intangible cultural heritage,the study explored the differences between the pro⁃jection image and perception image of intangible cultural heritage tourism destination with the help of Rost CM 6 software.The results showed that,①the projection image and perception image of intangible cultural heritage tourism destination include intangible cultur⁃al heritage culture,intangible cultural heritage tourism space,intangible cultural heritage tourism experience,cultural atmosphere and infrastructure.Compared with the perception image,the projection image pay more attention to intangible cultural heritage tourism experience and cultural atmosphere,but less attention to infrastructure;②both the projection image and perception image took the lo⁃cal intangible cultural heritage culture as the core,but there were differences in the content composition of the sub core and the edge layer;③in addition,landscape and infrastructure were the main factors causing tourists′positive emotions,and tourists′negative emo⁃tions were concentrated on the tourism environment;④the main reason for the difference was that the demand of suppliers and tour⁃ists was different,and the information of both sides was asymmetric.

关 键 词：非遗旅游目的地 内容分析法 投射形象 感知形象 苏州市 

分 类 号：F59[经济管理—旅游管理]